Hello everyone.
Thank you, Savannah, for that introduction.I feel like we're all hitting
that three o'clock slump.I'm gonna start out
by telling you a little secret.There's another bathroom.
It's on the other side.Let's not all wait here for 30 minutes.But no. Seriously,
as Savannah has mentioned,creative is literally
the most important componentNow that you guys have
all gotten your weekends backfrom not tinkering ad accounts or building
out 100 ad sets to make something work,you can all spend
your brainpower on creatives.To start, something about myself.Who here has heard of Qualo?Probably no one.It's a US-based company that sells silicone
wedding rings. I'm wearing one on my hand.I've sold two million of these
in the last two and a half yearsthat I've been at Common Thread Collective.I started as a media buyer there and
eventually evolved into a strategistwhere I started working with my designers
and the clients to develop strategieson how to best go to market.Now, I am currently a paid
media manager alongside Savannah.We just spend all day figuring out who's gonna
play good and bad cop with our team leads.Here are a couple of companies
that I've personally worked withand found a lot of success in scaling.Working at an agency, you get a lot of
touch points with a lot of different clientsbut these are some of the ones
that I am the most proud of.A little secret on some of these clients.
None of them have their sh*t together.I'm so serious.Three things about me.The first one is I'm not a graphic designer
But I'm here to talk about creativesand I absolutely have no background
in creatives at all. So why should you care?Because I've spent over $10 million
on Facebook and Instagramworking from a media buyer to a strategist
and now managing a group of team leads.Last but not least,
I'm an avid online shopper.I am the end user, so I think I know
a thing or two about creatives work,because I shop a lot. How many of you
can relate to one or two of these?Probably the avid online shopper part,
because you guys look creative.Creative is the most important
component to your ad successbecause those who actually creatively split
tests have found an improvement their CPAs.70% of the people
who do creative split testinghas seen an improvement
in their customer acquisition costs.What that means is that,if you're not creative testing, you're losing.You should really be testing
as many creatives as possible.Next. New creatives means new audiences.Savannah talked about how broad audiences
work, but the way you should think about itis, the more creatives you have and
the more different messaging you put intothose broad audiences,
the deeper you can reach into them.Here's a perfect example from Uber.The first creative
is a little bit more like young.It's the text messaging app and it's more
likely to convert the 18 or 24 age group,whereas the second creative focuses on timeand saving time and people
in the 35 to 44 age groupcare a lot more about
their time than an 18 year old.The second creative was way more likely
to convert the older age group.Not that that's really old,
but what I'm saying is,with two different pieces of creatives,
you're opening yourself to broader audiencesand you should not be limiting yourself
to just one core group of customer.Last but not least,
Savannah has touched on this.Robots are literally smarter than humans.While you're letting the algorithm
decide who to serve the ad to,focus your attention on making sure that
you're creating the best piece out there.Let's play a little game because,
apparently, we at Common Thread Collective,we love to play games.
It's called whack-an-ad.It's one of my favourite games to play at our
company. It's a little passive-aggressive,but I would love for you guys to see
and just watch these three creativesand tell me which one you think
is the worst-performing piece of creative.First one is a testimonial interview
with Lauren Bosworth,who is a celebrity in the US.She's a former reality star
and the co-founder of this company.She's interviewing a user,talking about her experience with
Love Wellness and how it's changed her life.The second is a slide show featuring
all of the different PR articlesand pulling out quotes from different PRsand just cycling through all of the products
that they have available.Last but not least,
a still image.By show of hands, who thinks A,
the first one, is the worst-performing ad?Who thinks the second one
is the worst-performing ad?What about the third one? Who thinks
the third one is the worst-performing ad?Why do you think that's
the worst performing at ad?It's the least appealing to me.It's less appealing to you, great.Anybody else want to share why they think
the last one is the worst-performing ad?It's not dynamic.Cool. Well, surprise, surprise.That's the worst-performing ad.I don't know if you guys have noticed,
but I played all of these without soundand you should expect no sound for
my presentation, for the remainder of this,because we actually spend majority
of our time on Facebook without sound,so, to simulate that experience,
you're gonna get a soundless presentation.But that is the worst performing ad.Notice how the other two ads actually
showed the product and the results.The first of the winner spent $45,000
on prospecting audiences.This is cold audiences, people
who have no idea what the brand is.Second ad, 30% higher return on investment,above the account average.
So this is a really good performing ad formatand I know that they're not the best-
looking ads, but that's secret number two.People don't have their sh*t together. You
don't need to have high production value adsin order to convert.What are the components
that make up a good creative?The first myth is that good ad creatives
should tell a story about the brand.I do think that brand is very important
and really plays into customer retention,but when you're creating something that is
direct response, direct-to-consumerand you want people to make it action,
most likely purchase at this point,you don't want to tell a story about the
brand because people aren't buying for it.They're buying your product.Great stories should actually
tell a story about the product.The difference in these two ads,
there's actually freaking captions.You know what I'm selling.Myth number two, good ad creatives
require a lot of assets to make.This is probably one of the biggest
excuses I've heard in the agency world.You don't have enough assets.
You need more of this and that,but that's really not true.
I mean, this ad did okay.Instead, as long as you have a clear image of the product, you have more than enough to make great ads.This ad right here is the top performing ad
in this Love Wellness accountsince we've started.Honestly, the former has worked
so well that we took thisand applied it to every single product
they have and it's still working.Myth number two. Good ad creatives
require a lot of production work.So you may or may not have seen this.Teeth-whitening is literally a leader
in the teeth-whitening industryand they're getting
crushed by Crest right now,because Crest isn't
very happy that, you know,there's another
teeth-whitening product out there,but this is a high production video.You see a really nice BMW
that we paid a lot of money to rent.Well, this ad tanked.Instead, what you should do
is find something that is very native.This is Caitlyn Jenner, one
of the influencers that they work with.You'll see that this
is a really grainy video.It looks kind of dingy and looks like
we ripped it off their Instagram,which we kind of,
she filmed it on an iPhone,but the best types of ad creatives are
the ones that feel native to the user speed,because, while we aim to disrupt someone's
experience, we don't want it really interrupt.There's a difference between that.When you disrupt, you present something
that is attention-grabbing, that captures,you know, your attention after all
of the things that you're seeing on a feed,but you don't want
to create an interruptive experiencewhere someone's like, you know,
I want to report this as spam.Something between the lines
of this is actually really greatand this ad here is averaging
a 10% click-through rate in the account,which is absolutely insane
if you're driving for conversions.So, the formula for creating
successful direct response ads.Capture design and build
capturing people's attentionwithin the first 3 seconds is critical,mainly because 47% of users only get
to the first 3 seconds of videos.If you want to be successful, you need your
brand story and key value proposition,all within the first 3 seconds and,
while that may not seem like a long time,go watch a video on your phone
and get to the 3-second markand you'll notice that your attention span
has dropped off at this point.Second thing is design,
designing for sound off.As I've mentioned, you are getting
no sound in this presentationbecause most of us actually watch
videos with sound off.88% of Facebook users are actually on mobileand playing music or watching videos
out loud in public is a little frowned upon,so, people actually watch sound off.Last but not least, building a toolkit.Savannah has touched
a bit on the toolkit aspect,but building a toolkit is what will allow
you to test the most amount of creativesand really be successful and find
the creative type that works best for youinstead of just sitting and waiting.I think something that a couple of the
speakers that have talked about before thisthat's really important is
perfection is the enemy.You don't need to wait to have
that one perfect piece of creative.Just go out there create
a toolkit for yourself with variety,so that you can test to see which option
works before investing your time in it.What I mean by capture is
that it very clearly tells youthat you're gonna get something
about brows. Say no to bad brows.How many ladies can relate to the whole
'get your brows on fleek' kind of messaging?Couple, yeah,
I think we all care about our brows.So, yeah.You know that this ad is going
to tell you something about your brows,because there's actually text on-screen,and really making sure that you tell
that story within the first 3 seconds.Next. Not only do you have
to create something that's thumb-stoppingbut again creating
for a mobile-first user experience.I cannot emphasise
that enough and how to do that?Captions. If you're running
something always caption it.Honestly, the Facebook
native captions is a little janky,but if that's all the time
you have, at least do that,but if you have more time to invest in it,go and put in good captions because
that is something that people look out for.This is actually one of the
best-performing ads in this accountand this company spends half a million
dollars on Facebook each month,so they're kind of insane
and this ad is carrying the odd account.Last but not least, building your tool kit.Something that
I really want us to think about is,you know,
creating variety and testing variety.We spent a lot of money at our agency
and have lit a lot of money on fireso that you don't have to go through this
and do all the groundwork again,but these are the three creative formats
that have performed the bestacross all of the ad
accounts we've worked withand I'm not saying that PR is going to work
every time where everyone has PR,but, if you do, utilise it,
because what you want to dois leverage the authority that someone else
has built and lend that into your own brand,because the reality is no one is going to
trust your brand when it first launches.They're gonna be like, who's that?
Do I really want to put that on my face?I don't know if someone like Allure
or Glamour magazine posted about it.They're more likely to trust it because
someone out there has tested it before you.The second piece is user-generated content.This is a quick, cheap, and easy way to get
content for your brand if you don't have any.You don't need to go and ask someone
to shoot a $30,000 production.What you can do is get your products into
the hands of friends, families, and customers,and ask them to send
your review in exchange.That way it's still authentic and genuine,but you're getting content out of it
and it's one step up from just getting thatreview that they left on your website.Last but not least,
if you have a lot of creatives,I highly recommend
building a mashable video.Mashable video is identified as a video
that addresses a problem in the beginning.Some sort of hook there and then followed
by why your product is goodand then closing with again either
PR or reviews to validate that product.If you do have a lot of assets,
that's something I recommend creating.You can see all these videos here.Last but not least,
this is a self-checklist.If you're in charge of creating ads
or the final person that approves creative,these are the things
that I urge you to think about.Does this ad tell you what
problem it's solving in the market?If it doesn't, try again.Does it tell you within
the first 3 seconds?If you don't know what the product
is within the first 3 seconds,chances are neither will the other personand you can't really bank on the other 53%
of users to stay longer than 3 secondsto just watch and figure it out.Last but not least, what I click on this ad,
I know that seems very obvious,but I actually ask our
designers that, all the time,when they send me something like,
would you click on it?And you get this look in their face, they're
thinking like, oh, I don't know maybe.Why would you send me
something if you won't click on it?I think this goes
the same for everyone else.Think about whether or not you would
click on it, take your ad out of contextand literally if you knew nothing about this
product, would you still click on this ad?Is it enough to draw your attention?
Does it tell you what it needs to?I feel like that seems very basicbut because we're all brand owners or we
work on the brand side, we're so close to itand we don't realize sometimes that people
don't have the same foundational knowledgeas we do about the company itself.For instance,
when I talked about silicone wedding ringsyou all looked at me like it was crazy
because there was no context.Again, just making sure you know whether
or not you would click on something.It's probably the most important piece.And lastly, I'm social,so, if you guys want to come and find me
and chat with me afterwards, I'll be around.Thank you.
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